Sunday, April 08, 2007

WE HATE IT WHEN OUR FRIENDS BECOME FAMOUS

Morrissey once said that we hate it when our friends become famous.
Regardless of whether there was any validity in this comment, an
interesting thing occurred ... that we also hate it when our brands
become successful.

I once loved EAT - a coffee bar that I could only ever find near the
Embankment and on Avery Row. Everyone else like Pret. Or Subway. But
for me, EAT was all there was. I liked the food, the latte (organic
milk, fairtrade beans), the salads. And I liked that I was the person
who brought EAT to my friends. EAT was MY brand, dammit.

Now, I cannot move to EATs. There are three within two minutes of
the office. Everyone goes to EAT. And I actually resent the money-men
who have taken the brand that I loved - that I discovered - and shared
it with everyone.

The thing that was done with effortless ease in the early stores is
now in a brand book and employee guideline manual. The design that was
under-stated and somehow genuine seems now ubiquitous.

So, how do you take a small, home-grown brand that has developed on
its own for years and create a super-brand from it? And how do you keep
the principles and practices that were home-grown and genuine complete
in a superbrand that is run by manuals?

This, it strikes me, is going to be an increasingly major issue for
brands that are growing out of small-scale, often local production and
retail bases to become national and international brands.

2) The internet, and therefore the ease with which brands can quickly and easily find an international audience of enthusiasts.

This is going to make the growth of the global microbrand more
possible. But it is also going to make it possible for these brands to
expand and become superbrands in their own right. How do we as
marketers help to manage this process - keeping the essence of what
makes these brands special, while helping them to expand and grow?

Comments

Kris Callenhas been promoted to vice president-safety and leadership at the , a Houston-based international oil and gas performance improvement company.
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